by JEN BIUNDO

What does it mean to be Buda? The city is getting some help answering that question from the Dallas-based advertising firm Ariamedia, which won a contract to establish a brand for the city.

Over the course of about five months, the advertising firm will research and design a branding campaign for the city, including elements like logos, taglines and a marketing communications plan.

The city budgeted $25,000 for the project, which it hopes will ultimately help boost tourism revenue.

Ariamedia was one of 14 firms to submit proposals in July. Staff narrowed the list down to three agencies, which made presentations to the city council on August 3.

The council also considered proposals from the Greensboro, NC-based Mitre Agency and the Kerrville-based Briscoe Hall.

During the presentations, Councilmember Sandra Tenorio asked the agencies how they would work to unify a disparate community and make everyone feel like they had a voice in the branding process.

Ariamedia representatives said they would use a “digital town hall” online survey to maximize participation.

The company works primarily in the public sector, and has served other Texas municipal clients such as the cities of Southlake, Allen, Addison, Murphy and Carrollton.

“Ariamedia is considered one of the leading firms in branding municipalities,” said Buda Tourism Director Alisha Burrow.

City branding has become a big business in recent years, with municipalities hiring private sector companies to create and polish a brand image, just as a corporation might do so.

The city of Kyle undertook a $10,000 branding campaign in 2007, resulting in logo featuring bluebonnets intertwined around the state of Texas.